Naming a building or area or project after a major donor can serve not only to honor the donor for large-scale generosity but also to stand as an incentive for future benefactors.

Speaking during the recent Association for Healthcare Philanthropy (AHP) International Conference, Beth Crutcher of the Princeton HealthCare System Foundation said that a recognition program could be an effective aspect of development, as long as there are consistent standards, policies and procedures to guide decision-making.

Further, naming opportunities can help close principal gifts, engage the community and donors in recognition design and integrate recognition into the design and construction process.

Crutcher said, however, that ethics must also be considered in such initiatives. She urged organizations to develop standards in order to prevent inconsistent treatment of donors, protect staff and guide naming strategy.

Crutcher added that gift acceptance and recognition policies should include the following:

• What the organization will accept.
• Who is responsible for securing appraisals and paying fees.
• The role of the board in approving major gifts, management of an endowment and acceptable pledge terms/timing.
• Responsibility and timing for acknowledgments.
• Counting planned gifts.

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